We’ve talked before about how our environment influences our eating habits. But how far does this really go?
Research from Utrecht University has shown that consumers are more likely to choose healthy snacks if these are also placed at the checkout. The study, conducted in various Kiosk stores, demonstrated that when people are presented with healthy snack options, they are more likely to choose them over a chocolate bar or other treats.
There are already many places where the so-called “healthy checkout policy” is in place, though not everywhere yet. Particularly at gas stations, train stations, and various supermarkets, we are seeing a clear shift, with an increasing range of healthier snack options being offered.
Consumers appreciate the healthy checkout choices and are encouraged by both visible and subtle cues to purchase them — and they do so even when they are aware of this influence.
More and more companies are becoming aware of the importance of a healthy checkout policy. Several supermarkets are now experimenting with this or have announced plans to implement significant changes in the near future.
“These are positive developments,” says Gerda Feunekes, director of the Netherlands Nutrition Centre. However, she also acknowledges that much work remains to be done:
“In public spaces, we are bombarded with cues to eat — and to eat more, more often, and less healthily. Continuously saying ‘no’ requires a lot of self-control, which is something humans can only maintain to a limited extent. When we’re tired or in a hurry, we tend to make more impulsive choices and are especially sensitive to external cues. 75% of Dutch people try to eat healthily; these retailers are helping customers to turn good intentions into action.”